diff --git a/packages/php/email-editor/src/Engine/PersonalizationTags/class-personalization-tag.php b/packages/php/email-editor/src/Engine/PersonalizationTags/class-personalization-tag.php
index c03b4de946..2887f0cbe9 100644
--- a/packages/php/email-editor/src/Engine/PersonalizationTags/class-personalization-tag.php
+++ b/packages/php/email-editor/src/Engine/PersonalizationTags/class-personalization-tag.php
@@ -72,8 +72,9 @@ class Personalization_Tag {
 		callable $callback,
 		array $attributes = array()
 	) {
-		$this->name       = $name;
-		$this->token      = $token;
+		$this->name = $name;
+		// Because Gutenberg does not wrap the token with square brackets, we need to add them here.
+		$this->token      = strpos( $token, '[' ) === 0 ? $token : "[$token]";
 		$this->category   = $category;
 		$this->callback   = $callback;
 		$this->attributes = $attributes;
diff --git a/packages/php/email-editor/src/Engine/class-personalizer.php b/packages/php/email-editor/src/Engine/class-personalizer.php
index 1a0791a523..3126836ce3 100644
--- a/packages/php/email-editor/src/Engine/class-personalizer.php
+++ b/packages/php/email-editor/src/Engine/class-personalizer.php
@@ -112,8 +112,8 @@ class Personalizer {
 		);
 
 		// Step 1: Separate the tag and attributes.
-		if ( preg_match( '/^([a-zA-Z0-9\-\/]+)\s*(.*)$/', trim( $token ), $matches ) ) {
-			$result['token']   = $matches[1]; // The tag part (e.g., "mailpoet/subscriber-firstname").
+		if ( preg_match( '/^\[([a-zA-Z0-9\-\/]+)\s*(.*?)\]$/', trim( $token ), $matches ) ) {
+			$result['token']   = "[{$matches[1]}]"; // The tag part (e.g., "[mailpoet/subscriber-firstname]").
 			$attributes_string = $matches[2]; // The attributes part (e.g., 'default="subscriber"').
 
 			// Step 2: Extract attributes from the attribute string.
diff --git a/packages/php/email-editor/tests/integration/Engine/Personalizer_Test.php b/packages/php/email-editor/tests/integration/Engine/Personalizer_Test.php
index f9871abe29..cca78c74d4 100644
--- a/packages/php/email-editor/tests/integration/Engine/Personalizer_Test.php
+++ b/packages/php/email-editor/tests/integration/Engine/Personalizer_Test.php
@@ -55,7 +55,7 @@ class Personalizer_Test extends \MailPoetTest {
 		);
 
 		$this->personalizer->set_context( array( 'subscriber_name' => 'John' ) );
-		$html_content = '<p>Hello, <!--user-firstname-->!</p>';
+		$html_content = '<p>Hello, <!--[user-firstname]-->!</p>';
 		$this->assertSame( '<p>Hello, John!</p>', $this->personalizer->personalize_content( $html_content ) );
 	}
 
@@ -67,7 +67,7 @@ class Personalizer_Test extends \MailPoetTest {
 		$this->tags_registry->register(
 			new Personalization_Tag(
 				'first_name',
-				'user/firstname',
+				'[user/firstname]',
 				'Subscriber Info',
 				function ( $context, $args ) { // phpcs:ignore Generic.CodeAnalysis.UnusedFunctionParameter.FoundAfterLastUsed -- The $args parameter is not used in this test.
 					return $context['subscriber_name'] ?? 'Default Name';
@@ -96,8 +96,8 @@ class Personalizer_Test extends \MailPoetTest {
 
 		$html_content = '
 			<div>
-				<h1>Hello, <!--user/firstname-->!</h1>
-				<p>Your email is <!--user/email-->.</p>
+				<h1>Hello, <!--[user/firstname]-->!</h1>
+				<p>Your email is <!--[user/email]-->.</p>
 			</div>
 		';
 
@@ -117,9 +117,9 @@ class Personalizer_Test extends \MailPoetTest {
 	 * Test a missing tag in the registry.
 	 */
 	public function testMissingTagInRegistry(): void {
-		$html_content         = '<p>Hello, <!--mailpoet/unknown-tag-->!</p>';
+		$html_content         = '<p>Hello, <!--[mailpoet/unknown-tag]-->!</p>';
 		$personalized_content = $this->personalizer->personalize_content( $html_content );
-		$this->assertSame( '<p>Hello, <!--mailpoet/unknown-tag-->!</p>', $personalized_content );
+		$this->assertSame( '<p>Hello, <!--[mailpoet/unknown-tag]-->!</p>', $personalized_content );
 	}
 
 	/**
@@ -129,7 +129,7 @@ class Personalizer_Test extends \MailPoetTest {
 		$this->tags_registry->register(
 			new Personalization_Tag(
 				'default_name',
-				'user/firstname',
+				'[user/firstname]',
 				'Subscriber Info',
 				function ( $context, $args ) {
 					return $args['default'] ?? 'Default Name';
@@ -137,7 +137,7 @@ class Personalizer_Test extends \MailPoetTest {
 			)
 		);
 
-		$html_content = '<p>Hello, <!--user/firstname default="Guest"-->!</p>';
+		$html_content = '<p>Hello, <!--[user/firstname default="Guest"]-->!</p>';
 		$this->assertSame( '<p>Hello, Guest!</p>', $this->personalizer->personalize_content( $html_content ) );
 	}
 
@@ -148,7 +148,7 @@ class Personalizer_Test extends \MailPoetTest {
 		$this->tags_registry->register(
 			new Personalization_Tag(
 				'default_name',
-				'user/firstname',
+				'[user/firstname]',
 				'Subscriber Info',
 				function ( $context, $args ) { // phpcs:ignore Generic.CodeAnalysis.UnusedFunctionParameter.FoundAfterLastUsed -- The $args parameter is not used in this test.
 					return $context['user_name'] ?? 'Default Name';
@@ -159,10 +159,10 @@ class Personalizer_Test extends \MailPoetTest {
 		$html_content = '
 			<html>
 				<head>
-					<title>Welcome, <!--user/firstname default="Guest"-->!</title>
+					<title>Welcome, <!--[user/firstname default="Guest"]-->!</title>
 			</head>
 			<body>
-				<p>Hello, <!--user/firstname default="Guest"-->!</p>
+				<p>Hello, <!--[user/firstname default="Guest"]-->!</p>
 			</html>
 		';
 		$this->personalizer->set_context( array( 'user_name' => 'John' ) );
diff --git a/packages/php/email-editor/tests/unit/Engine/PersonalizationTags/Personalization_Tags_Registry_Test.php b/packages/php/email-editor/tests/unit/Engine/PersonalizationTags/Personalization_Tags_Registry_Test.php
index 53479290f0..79bcfac7a5 100644
--- a/packages/php/email-editor/tests/unit/Engine/PersonalizationTags/Personalization_Tags_Registry_Test.php
+++ b/packages/php/email-editor/tests/unit/Engine/PersonalizationTags/Personalization_Tags_Registry_Test.php
@@ -49,17 +49,46 @@ class PersonalizationTagsRegistryTest extends TestCase {
 		);
 
 		// Retrieve the tag.
-		$tag = $this->registry->get_by_token( 'first_name' );
+		$tag = $this->registry->get_by_token( '[first_name]' );
 
 		// Assert that the tag is registered correctly.
 		$this->assertNotNull( $tag );
 		$this->assertSame( 'first_name_tag', $tag->get_name() );
-		$this->assertSame( 'first_name', $tag->get_token() );
+		$this->assertSame( '[first_name]', $tag->get_token() );
 		$this->assertSame( 'Subscriber Info', $tag->get_category() );
 		$this->assertSame( 'Personalized Value', $tag->execute_callback( array(), array() ) );
 		$this->assertSame( array( 'description' => 'First name of the subscriber' ), $tag->get_attributes() );
 	}
 
+	/**
+	 * Register tag and retrieve it.
+	 */
+	public function testRegisterAndGetTagWithBrackets(): void {
+		$callback = function ( $context, $args ) { // phpcs:ignore Generic.CodeAnalysis.UnusedFunctionParameter.FoundAfterLastUsed -- Callback parameters are required.
+			return 'Personalized Value';
+		};
+
+		// Register a tag.
+		$this->registry->register(
+			new Personalization_Tag(
+				'Last Name',
+				'[last_name]',
+				'Subscriber Info',
+				$callback
+			)
+		);
+
+		// Retrieve the tag.
+		$tag = $this->registry->get_by_token( '[last_name]' );
+
+		// Assert that the tag is registered correctly.
+		$this->assertNotNull( $tag );
+		$this->assertSame( 'Last Name', $tag->get_name() );
+		$this->assertSame( '[last_name]', $tag->get_token() );
+		$this->assertSame( 'Subscriber Info', $tag->get_category() );
+		$this->assertSame( 'Personalized Value', $tag->execute_callback( array(), array() ) );
+	}
+
 	/**
 	 * Try to retrieve a tag that hasn't been registered.
 	 */
@@ -80,14 +109,14 @@ class PersonalizationTagsRegistryTest extends TestCase {
 		};
 
 		// Register a tag.
-		$this->registry->register( new Personalization_Tag( 'tag1', 'tag-1', 'Category 1', $callback1 ) );
+		$this->registry->register( new Personalization_Tag( 'tag1', '[tag-1]', 'Category 1', $callback1 ) );
 
 		// Attempt to register the same tag again.
-		$this->registry->register( new Personalization_Tag( 'tag2', 'tag-2', 'Category 2', $callback2 ) );
+		$this->registry->register( new Personalization_Tag( 'tag2', '[tag-2]', 'Category 2', $callback2 ) );
 
 		// Retrieve the tag and ensure the first registration is preserved.
 		/** @var Personalization_Tag $tag */ // phpcs:ignore Generic.Commenting.DocComment.MissingShort -- used for phpstan
-		$tag = $this->registry->get_by_token( 'tag-1' );
+		$tag = $this->registry->get_by_token( '[tag-1]' );
 		$this->assertSame( 'tag1', $tag->get_name() );
 		$this->assertSame( 'Category 1', $tag->get_category() );
 		$this->assertSame( 'Value 1', $tag->execute_callback( array(), array() ) );
@@ -102,16 +131,16 @@ class PersonalizationTagsRegistryTest extends TestCase {
 		};
 
 		// Register multiple tags.
-		$this->registry->register( new Personalization_Tag( 'tag1', 'tag-1', 'Category 1', $callback ) );
-		$this->registry->register( new Personalization_Tag( 'tag2', 'tag-2', 'Category 2', $callback ) );
+		$this->registry->register( new Personalization_Tag( 'tag1', '[tag-1]', 'Category 1', $callback ) );
+		$this->registry->register( new Personalization_Tag( 'tag2', '[tag-2]', 'Category 2', $callback ) );
 
 		// Retrieve all tags.
 		$all_tags = $this->registry->get_all();
 
 		// Assert the number of registered tags.
 		$this->assertCount( 2, $all_tags );
-		$this->assertArrayHasKey( 'tag-1', $all_tags );
-		$this->assertArrayHasKey( 'tag-2', $all_tags );
+		$this->assertArrayHasKey( '[tag-1]', $all_tags );
+		$this->assertArrayHasKey( '[tag-2]', $all_tags );
 	}
 
 	/**